According to a new survey, email’s value as a retail marketing tool is not lessening among younger consumers.
According to a new survey, email’s value as a retail marketing tool is not lessening among younger consumers.
A November 2017 survey of US internet users ages 18 to 44 from SendinBlue found that email overwhelmingly remains the way that consumers want to receive information from retailers.
Nearly two-thirds (63.2%) of respondents identified email as their preferred communication channel with retailers. That was well above the 13.6% who preferred text messaging, and the 12.8% who named social media as their channel of choice.

Why does email remain so popular with consumers? Email is an opt-in communication method, which helps tamp down the chance that brands or advertisers are overstepping their bounds and annoying potential customers. In addition, email allows smart marketers to find a sweet spot where messages are customized to consumers, but not to a degree where they come off as creepy.